Learn how Nike implemented Omnichannel Strategy
Nike Created its Omnichannel Strategy by creating an immersive Retail Experience which combines Retail Store, Online, Ecommerce and Mobile Customer Journeys seamlessly to provide a flexible shopping experience to the Customer- Watch the Video to know more.
Nike’s Futuristic Omnichannel Store
The Nike store is an exceptional example of Omnichannel Marketing Strategy. Nike primes its customer and has a great consideration and understanding of customers’ wants and needs. For Nike Hyper Personalised Marketing is cornerstone of their overall Omnichannel Strategy and Smartphone and Mobile Apps are a key ingredient of that. Its not surprising that Nike has over 30 Apps and its user base that crosses 250 Million.
Speaking about hyper-personalisation, the chief operating office of Nike, Andy Campion said: “our vision is to create direct, unbreakable relationships with our consumers. And we know the most direct connection is through the mobile device they carry with them everywhere they go.”Andy Campion, COO, Nike
Michael Martin, Nike’s former global head of digital products mentions that that viewing the store and Nike’s mobile app as connected customer touchpoints has increased Nike’s sales.
“The way we look at digital and in-store is not channel-by-channel, or one channel helping the other. Instead, we architected the entire notion of why someone with a phone in their pocket would walk into a store.”
“We want to have the best store experience where our most connected customers are, whereas another company might look at the inverse — if people are shopping in the app, they don’t need a store there. But we see our approach as better serving our customers.”Michael Martin, Former Global Head of Digital
Big Data and Real time Analytics and Immersive, Interactive physical stores are at the heart of Nike’s Omnichannel Retail Marketing Strategy. How Nike’s Futuristic Store looks like which has the Omnichannel Retail Strategy at its heart to deliver a seamless shopping experience to the customer, watch the below video.
Nike Live Stores
Nike’s these futuristic stores have a very important feature called as Nike Scan. By Scanning the Product Barcode using Nike’s App, the customer can get all the information about the product-sizes, colour, availability in current or nearby stores.
Nike uses Computer Vision, AI, ML and Analytics To Personalize their Customer Experience
Nike offers hyper-personalised experience to the customer by using Mobile Apps. The Mobile app provides access to the Nike’s loyalty program called as Nike Plus rewards program, that has new product promotions, personalised product recommendations based on your needs and wants, personalised workouts, priority event access.
Customers can also get the perfect shoe size for every style of Nike shoes by using the NIKE FIT app. According to Nike, this is attained by taking a picture of their foot using the mobile phone and uploading it on the App. The app then uses the Scanning Solution, a proprietary combination of Computer vision, Data Science, Big Data Analytics, ML, AI, and advanced Recommendation Algorithms to measure the exact size of both feet, and then calculates and predicts the exact shoe size. This sizing data is stored on Customer’s Profile on the Mobile App, and comes in handy whichever store they are shopping.
NIKE also Acquired Data Analytics Leader Zodiac (a leading consumer data analytics firm based in New York City and Philadelphia.) to strengthens the brand’s digital capabilities.
The acquisition of Zodiac demonstrates our commitment to further accelerating Nike’s digital transformation and enhancing our consumer data and analytics capabilities to help us serve consumers globally. We’re adding world-class data-science talent and best-in-class tools to power 1:1 relationships with consumers through digital and physical consumer experiences.Adam Sussman, Vice President and Chief Digital Officer of NIKE, Inc.
How is Analytics, Data Science and AI helping Nike ?
- Investment in AI and Analytics has helped Nike transform its digital customer experience by leaps and bound. It has become one of the stand out examples of Omnichannel Retail Strategy.
- It has improved its Campaign Response Rates by better targeting of the customer. They know better now who and when to target based on the Behaviour Analysis Data of the customers.
- It has increased brand loyalty by offering Hyper-personalised experience via physical stores and via Mobile App.
- Its customer acquisition and retention rate has also improved.
- It has reduced its Customer Churn Rate.
- Investment in Data Science has helped Nike to get a 360 degree unified view of the customer. This has helped them to understand their customer better which has led them to offer best in class physical retail and digital experience to the customers.